DSPulse interviewed Michael Benedek, CEO of Datonics.
What does Datonics do?
Datonics is a programmatic data pioneer. We serve as a partner to agencies and their client brands through our Audience Targeting Segments, Audience Insights and CRM Enrichment suite to help them understand, engage with, acquire and retain their target customers.
When media buyers set up their campaigns, one of the steps they take is to select audiences for targeting. Our audiences power billions of impressions across CTV, display, social and more media via demand-side platforms (DSPs) such as The Trade Desk, DV360 and Yahoo and is now also available for planning and activation purposes within the OOH space.
Datonics traditionally operates in the legacy programmatic channels. How do your solutions help the OOH industry?
In programmatic channels, audience targeting is set up to reach the best individuals for each campaign. In the OOH space, our data informs the indexing and propensity of intent, life stage, advanced demo and other segments of that particular location, empowering media buyers to purchase the best inventory to reach their desired audience.
We work with companies such as Vistar, Clear Channel and others to add in our data to their campaigns.
There are a number of players who provide data in OOH today. How is the data that you offer unique or different?
Much of the existing data is focused mostly on location and basic demographics. As more and more buyers migrate from traditional programmatic spaces and plan campaigns in coordination with their OOH counterparts, they expect to have the same advanced targeting options that they have when buying display, mobile and CTV.
To meet those expectations, we offer interest, intent, life stage, advanced demo segments and more, with over 1,200 audience segments which can be used to identify skews and propensities.
Our proprietary process combines an in-house identity stack (winner of Adexchanger’s award for best identity technology in 2023 and 2024) along with real-time online behavioral signals and offline plus location signals, resulting in the industry’s most accurate and scalable audience dataset.
You recently announced that Datonics became the first certified Carbon Neutral data provider in adtech. Can you tell us more about this?
We started learning about the impact that our industry has on the environment a couple of years ago and decided to take this first step to make sure we are not harming our planet in our line of work.
Through this certification process, we learned about measuring our carbon emissions, reducing them and investing in projects to offset them. Perhaps the most critical element in the trend of going green is to not just state your intentions but to have your work be verified by third parties.
In what markets do you currently work in? Are you expanding into other markets?
We operate in the US / Canada / Australia / India and expect to have global coverage in all major markets of EU / LATAM / APAC by end of the year.
To learn more about about Datonics, click here.